The brand was built on an original model: sales directly on construction sites, after a demonstration of the products loaded into the salesmen’s truck.
Since its creation in 1956, MACC’s yellow and green display trucks have been traveling to artisans. Since then, the brand has not deviated from its tradition of single-channel distribution: 78 salespeople tour the construction sites of craftsmen throughout France.
“It’s first of all a historical reason,” explains Emmanuel DECHATRE, Director of Research and Marketing at MACC. We are keen to demonstrate each product to each customer. »
One sale for two visits
The family business has a website. This tool, not intended for e-commerce, has the sole purpose of highlighting the offer, developed internally and manufactured on its industrial site and head office in Châtellerault (Vienna), after qualitative market studies with customers, always on their construction sites. MACC offers a range of around sixty products (two new ones per year), well mastered by the sales teams who make appointments the day before for the next day with the craftsmen. Each appointment lasts around thirty minutes, the time for the demonstration and the order. These visits, which affect some 100,000 construction craftsmen (out of the 622,000 with fewer than 10 employees identified in France by Capeb), result “once in two” in a sale, at the rate of two or three products per basket, according to the marketing director. GEODIS trucks, loaded from the Poitiers regrouping site, then deliver to construction sites within four days.
In 2023, the group achieved a turnover of €56 million, including €47.2 million in France.
In Italy, Spain and the Benelux, subsidiaries, organized on the French model, carry out 15 to 20% of the activity.
Each subsidiary is staffed by around ten salespeople.
The Châtellerault site supports the support functions of local headquarters, with reduced teams.
In Great Britain, MACC has two franchisees, with less developed activity.
Some marginal exports complete the model with other brands which integrate certain MACC products, but “they must carry out direct sales”, explains Emmanuel Dechatre.
Growth relay
Since 2018, the group has also aimed at farmers with agriMACC, an activity started in the West and which generates a volume of €1 million per year.
“Farmers show the same propensity to welcome us as artisans and to make a decision quickly.
We consider this activity as a growth driver, but our core business will remain construction.
In addition to a common construction offer for access products (ladders, stepladders, etc.), the group is developing specific ranges, distributed by six specialized sales representatives” Mathieu Michel
“We are keen to demonstrate each product to each customer”
Emmanuel Dechatre, director of research and marketing MACC.
